S3E4: Dr. Jacqui Nortje ＜＞ Reaching 700k people through Vitality Health’s ‘Active Rewards’
Health Points : Health Gamification16 Huhti 2025

S3E4: Dr. Jacqui Nortje ＜＞ Reaching 700k people through Vitality Health’s ‘Active Rewards’

Roll on Episode 4!

We’re joined by Dr. Jacqui Nortje to explore her work and game development at Discovery and Vitality Health.

Jacqui plunged into the world of behavioural science in 2015, where her fascination with gamification took off. What started as a spark of curiosity became a full-blown passion, leading her to pursue a PhD at Wits Business School on the Effects of goal framing in Gamification.

In this episode, we explore:

  • Vitality Health’s ‘Active Rewards’ programme, and the development Process, learnings and impact of the programme over the last 10 years to over 700,000 people.
  • That variety IS the spice of life, and the spice OF game mechanics; using data science to create more options and tailoring of game mechanics, rather than just adding more incentives.
  • And with such a range of player types, the importance of ‘personalised gamification’ to engage both the ‘Ultra active’ rewards players to the players who are moving from inactive to active for the first time in possibly many years.
  • And the balance of intrinsic and extrinsic motivation, setting a Good Goal and some of the ethics and morals of gamification….... and potential unintended consequences of gamification and behavioural science.

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